LITCHFIELD PARK, AZ ? A United Airlines executive at the Mobile Shopping Summit 2014 said that while personalization is key, being too forceful can drive customers away. 

During the panel session, ?Personalization ? Where Are We Headed and What Makes Sense For Your Organization?," the executive looked at United?s attempts to personalize the experience for each flyer. Following the customer through their entire journey allows the brand to serve as a guide as flyers traverse through the airport, extending its presence past the POS.

?Our customers expect us to know certain things about them and their travel plans,? said Jeff Ulrich, senior manager of digital innovation at United Airlines, Chicago. ?We can use that information to deliver contextual offers, but knowing what they had for breakfast is just too much.?

The Mobile Shopping Summit was organized by Worldwide Business Research.

While frequent flyer programs are a common feature for major airlines, the focus of United?s program has shifted to incorporate mobile through the use of data.

Mr. Ulrich believes that personalized offers should not always be attempts to sell, and following customers through their entire journey is crucial to serve as a mobile guide.

United wants to be a constant reference for flyers as they navigate through the airport, which can cause consumers to rely more on the brand and return back to it.

The moderator asked a question during the panel discussion and opened the question to the audience.

The question was, ?If you could segment your mobile customer base by just one attribute, what would it be?? Audience members could choose from age, geographical location, device type or other.

Results were dominated by geographical location, followed relatively equally by device type, age and other.

Mr. Ulrich disagreed with the majority vote and said device type is probably the most important segment for the United brand. 

Regarding travel, he also credited geographical location, given the brand?s desire to pinpoint consumers? location inside and outside of the airport. 

United Airlines customers checking in for international flights can now use the carrier?s mobile application to scan their passports, the latest example of how mobile is meeting flyers? demands for self-service convenience.

The feature permits customers to confirm their attendance within 24 hours before departure and extends the check-in system to more touch points at virtually all airports from any location including car rental agencies, train stations, parking garages, convention centers and other off-site places. As passengers seek to control more of their travel experience, they are looking to mobile for more self-service and mobile-based offerings to reduce stress during their journey (see story).

The prior implementation arrived following a new mobile first course that United recently embarked on.

With mobile bookings growing, United Airlines began to ramp up its mobile strategy to help drive sales, having introduced redesigned applications in May for iOS and Android and plans to upgrade its Web site.

United announced plans last fall for a total revamping of its online and mobile offerings, which came only weeks after it missed estimates for third-quarter earnings, while its competitors experienced record results (see story).

United?s trek through mobile has progressed with balance.

?Efforts just need to feel like they aren?t forced and like it?s helping the customer,? Mr. Ulrich said. ?We want to turn into an assistant while our users are at the airport and help them through it.?